>> it's in business all the time that they run ads over and over again, and the idea is that if they run it enough times, it's memorable, and first of all, you have to separate remembering, just because they remember it, doesn't mean they believe it. john: you argue it's good when the candidates say in the debate, tell a personal story? >> yeah, people connect to people. that's a fact seen over and over again, and it's why politicians do everything from bringing in stories of the woman they met in ohio, what she told them about her life through shaking hands and kissing babies. the oldest political cliche ever. john: i can't believe voters like this. when romney, at the debate, said, oh, myife was at a rally in denver, and a woman came up with a baby in her arms saying, ann, my husband lost his job, can you help us?